Understanding reactions to alternative labels for diversity, equity and inclusion initiatives

Purpose The purpose of this research was to understand employee reactions to the labels used to describe company diversity, equity and inclusion (DEI) initiatives and to investigate whether using non-DEI labels reduces backlash among White male and conservative employees. Design/methodology/approach We used two experiments to test our hypotheses. In study 1, participants (N = 117) were randomly assigned to review a company website that described either “diversity and inclusion training” or an “empathy training.” In study 2, participants (N = 409) were randomly assigned to review an ostensible company website that promoted either “diversity, equity, and inclusion” or a “culture of belonging.” We used multiple regression analyses and independent samples t-tests to test our hypotheses. Findings In study 1, we found that alternative labels for DEI initiatives created backlash among liberals but did not mitigate backlash among White males or conservatives. In study 2, we did not find an effect of alternative labels for diversity initiatives. However, we found evidence of backlash against DEI initiatives among conservatives and White males. Originality/value Two studies investigated the effects of using alternative labels for DEI initiatives to reduce the backlash against DEI in organizations. Our findings revealed that using alternative DEI labels actually created backlash among liberals and did not mitigate the backlash against DEI among White males and those with conservative political ideologies. We consider the implications of these findings for reducing backlash against DEI programs.